As one of the original partners of the Archery World Cup when it was launched in 2006, Kia Motors has supported each step of archery’s evolution to its current status as in-demand spectator sport.

The organisation will continue to have sector exclusivity as Official Car Sponsor of the Archery World Cup for the duration of the partnership extension. Kia’s brand, one of positivity, economy, adventure and openness – evidenced in its current marketing strategy of inviting customer reviews – is seen as the perfect complement for archery.

Over the last eight years, Kia has seen the value of its association with World Archery consistently increase as the sport gains wider exposure. Archery is now regularly broadcast on television channels around the world, offers one of the best live event experiences on the Olympic programme and gets more press coverage than ever before.

In 2013, the company expanded its live archery event sponsorship to include partnerships on Eurosport programming and awareness campaigns. World Archery recently signed a three-year deal with Eurosport that will keep archery on television until at least the end of 2016.

Kia Motors’ overseas subsidiaries and distributors, in cooperation with global HQ, often offer additional support to archery events. In Europe, the company recently supplied official vehicles to the World Archery Championships in Belek/Antalya, Turkey and the indoor championships in Nimes, France.

Archery in Kia Motors’ home country of South Korea is as popular as ever as athletes prepare for this summer’s Asian Games, which are being held in the Korean city of Incheon. The nation’s archers won both recurve events at the World Cup Final under the Eiffel Tower in Paris last year, and at London 2012 Korea won three of the four available Olympic gold medals.

World Archery Secretary General Tom DIELEN said: “World Archery’s long-standing relationship with Kia has been crucial in the success of the Archery World Cup since its inception. With Kia Motors’ continued support, the sport will continue its adventurous approach to finding iconic and unusual venues to host international events and broadcast them worldwide.”

Hyundai Motor Group Vice Chairman Euisun CHUNG said: “Kia supports the passion and excitement in archery, emotions close to the company’s values. Kia Motors is proud to be a long-term supporter of this fascinating sport, and looks forward to the future of its partnership with World Archery.”